Good typography, first, makes words readable. At its best, it does something more: it helps express the animating spirit of the ideas behind the words.
Michael BierutTarget for example, is just a dot with a circle around it, that's all it is, so if you want a logo like Target, you don't need to hire a designer, you barely need to know how to operate a computer program, the logo may as well be anything.
Michael Bierut